2.4 Brad Anderson - Coca-Cola

When I think of a successful social media marketing campaign, I think of Coca-Cola and it's "share a coke" marketing campaign.  In this campaign, Coca-Cola replaced the space on it's logo with the phrase, "share a coke" and somebody's name. This instantly became a social media hit and tons of people were sharing pictures of coke bottles with their names on the label.

This campaign makes me more likely to purchase a coke. Whether it's a coke bottle with my name on it or the name of a loved one, I am more likely to make the purchase to share the coke with a friend. As children, it is common to find some sort of product, usually school supplies like pencils, with children's names written on them. But as an adult, it is not really as acceptable or common to buy a product with your name written on it. The "share a coke" campaign brought a lot of fun and joy when finding a coke bottle with your name or the name of a friend written on it.

The target audience is anybody that enjoys a nice cold coke and has a relatively common name. I did see some coke bottles with unique names written on them, but you have a better chance of finding a bottle with your name on it if your name is more common. To be more effective, Coca-Cola could've released more bottles with unique names to continue spreading the joy.

Comments

  1. UnknownMay 19, 2018 at 6:22 AM

    I agree that the Coca Cola marketing moguls have a stroke of genius. "I'd like to teach the world to sing in perfect harmony. . . I'd like to give the world a coke and keep it company . . . " Coca cola has been in front of the public for many years. Coke is known worldwide and almost always has the same taste regardless of where it is purchased. One of the only other products that I think has the same name recognition is "xerox". Everyone loves a coke--whether it is diet or otherwise, sugar free or regular. FYI, I have never found a bottle with "charlotte" printed on it.

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